John Lewis spots gap in own-brand offer, launches new Editions 'event-ready' summer line
Available in 10 stores and online, the 'John Lewis Editions' premium collection features a mix of both summer dresses and separates 'in response to the changing way in which customers shop occasionwear', the retailer said.
Featuring a colour palette of butter yellow and soft lilac combined with premium fabrics, hero pieces include a pure silk printed dress, a soft yellow suit with tie-waist detailing and a sheer panel dress with ruffle bandeau top. Clothing prices range £79-£299.
Jewellery also joins the range, with chunky hammered cuffs and oversized drop earrings in both gold and silver.
John Lewis said 'versatility' was key when creating the collection, 'ensuring pieces can be worn in a variety of ways and become wardrobe staples even outside of occasion season'.
Therefore, a silk dress can be paired with satin kitten heels and statement earrings 'for the perfect wedding guest outfit or more casually with flat sandals on holiday'.
Design director Queralt Ferrer said: 'We saw a gap in our own brand offering for beautiful, high-quality occasionwear pieces, so we created this new collection that is both modern and versatile.
'We know that our customers look for value when shopping fashion and expect purchases to work hard in their wardrobes, so we made sure that each piece can be styled multiple ways throughout summer and beyond.'
Ferrer added that the new collection will sit alongside the retailer's extensive branded edit including Florere, Ghost, Sister Jane and Hayley Menzies 'who all offer unique and standout occasionwear options'.
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